Gen-X, Millennial Male Media Opps: PNC Bank sponsors HAAM & increases spend (Score 21)

PNC Bank is now the official financial education partner of the Health Alliance for Austin Musicians (HAAM). It will also be the VIP party and stage sponsor of the HAAM Corporate Battle of the Bands. As part of the deal, the bank will offer financial education workshops for HAAM artists and host fundraising events. In other news, PNC has been ramping marketing spend up so far this year. Sellers should get in touch for more information to see if you can provide ad space. 

According to iSpot, PNC spent approximately $20.6m on national TV ads YTD, a huge increase from $4.2m spent in this channel during the same time period of 2021. Full-year spend increased by 80% from $19.9m in 2020 to $35.9m in 2021. This year, it placed ads during programming such as "NBA Basketball," "2022 Winter Olympics," "America Reports," "America's Newsroom With Bill Hemmer & Dana Perino" and "USFL Football."

Per Pathmatics, PNC earned 493.7m impressions YTD through Facebook ads (76%), desktop video ads (9%), desktop display ads (8%), Instagram ads (6%) and mobile display ads (1%). It placed the majority (97%) of these ads directly onto sites such as facebook.com, youtube.com, instagram.com, yahoo.com and ajc.com. It placed the remainder (3%) indirectly through Display & Video 360 and Google AdX+AdSense onto sites such as yahoo.com, realtor.com, ebay.com, weather.com and msn.com. It spent around $4m on digital display ads YTD, a significant increase from $1.4m spent in this channel during the same time period of 2021. Full-year spend equaled $9.7m in 2020 and $10m in 2021. 

Sellers-- PNC mainly targets Gen-X and millennials with a male skew. The company reaches these demographics through digital display and national TV ads. It started increasing national TV spend in 2021, but it has been aggressively ramping spend up across both channels YTD so far this year. It also invests in OOH, print, radio and local broadcast TV ads, per Kantar. Sellers should reach out offering ad space to score some of these extra ad dollars. 

Agency & martech readers-- I believe PNC currently works with full-service AOR Deutsch and multicultural AOR Alma. I recommend offering project-based assistance for the best chance of picking up some of this company's business. Those of you with financial or banking experience may have an advantage.